Can Nike Play Vick’s Redeemer?
Nearly 18 hours after Michael Vick’s agent told a crowd at a sports sponsorship symposium that the ex-con quarterback had a new deal with Nike, the sports apparel behemoth is finally talking.
In a statement, a Nike spokesman said Mr. Vick did not have a Nike contract but would be receiving Nike products as many pro athletes do.
“Nike does not have a contractual relationship with Michael Vick,” the statement said. “We have agreed to supply product to Michael Vick as we do a number of athletes who are not under contract with Nike.”
The spokesman said that Nike has “no further comment beyond the statement at this time.”
So by providing Vick with free apparel every time the camera gets a close-up of Vick consumers will see Vick wearing a Nike logo. In other words: free advertising for Nike. Nike and Vick get to maintain their relationship over the next few years through this “non-agreement,” and when the time is right and the world has mostly forgotten Vick will be under contract pitching Nike again. Just like Kobe Bryant is pitching Nike after a few year hiatus from his Eagle, Colorado hotel escapade.
Through this association can the Nike brand association help redeem the Vick brand? Is the Nike brand that prolific? Will consumers see the Nike logo on Vick and subconsciously say, “if Nike likes Vick he must be a good enough guy.”
The Nike brand does help legitimize the Vick brand. I think it will take a couple more years, and it is still undetermined whether Vick will return to his previous playing glory, but if he does, I do expect to see Vick in Nike commercials. If they are using an accused rapist and cheating husband in their ads, why not a dog abuser too.
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